Full disclosure: The writer is a former journalist who has worked with Times Now and Headlines Today between 2004 and 2013.

Folks at New Delhi Television (NDTV) may not have heard of Mr Nightingale, but surely have been spooked by the nightly broadcasts of a certain Mr Arnab Goswami. So much so that the 27-year-old organisation decided to launch a full-fledged campaign against him — in an attempt to warn the gullible Indian TV viewer that the “biggest threat to Indian Television” is sensationalism, hysteria, wild accusations and polarisation.

While NDTV’s 50-second promo leaves no doubt in your mind about who’s responsible for all of the above, it does cast serious aspersions over just how clueless, rudderless and bereft of leadership a pioneer like NDTV has become.

When you base your entire “non-tabloid”, “non-sensationalism” unique selling point against the rant of one man – you’ve pretty much scored a self-goal. NDTV may not have realised it yet, but its campaign against Arnab is nothing but a backhanded compliment to its former employee who’s managed to garner a spectacular amount of mind space.

At the same time, this campaign also shows that NDTV has learnt precious little from its mistakes, nor is it willing to move with the times (pun not intended).

Television is a game of viewership and the challenge is to keep the viewer hooked on. If that requires some channels to be provocative and sensationalist, so be it. Others (like NDTV) can occupy the “serious” end of the spectrum by doing solid journalism. This is a trend that is witnessed worldwide and while Times Now has successfully (and unapologetically) replicated the “loud” Fox News model in India – there is slim evidence that NDTV has done its part in the serious space.

Case in point, the #ShamedInSydney episode where Times Now took a belligerent stand against Team India for the dramatic loss against Australia. The cumulative weight of criticism on Twitter crashed on the channel with #ShameOnTimesNow trending worldwide. “That’s it!” said many, “this time Arnab has gone too far. He will be fried for this. How can you be so sensationalist?” Now wrap your heads around this – the same evening, despite the outrage and obituaries, Newshour with Arnab registered one of its highest viewership ratings ever.

In fact, according to the new Broadcasters Audience Research Council (BARC) television ratings — introduced immediately after the World Cup — Times Now is miles ahead of competition on all yardsticks. Contrary to what NDTV thinks, it seems that the people are lapping up the sensationalism and hype.

Sensationalism, polarisation and hysteria work in India, there is a clear audience for it. This is what makes shows like Big Boss the most watched entertainment show for years.

Is news being shrill and ratings-focused ethically right? No.

Will that stop Arnab today and Sharnab tomorrow from occupying that space? No.

Should NDTV stop obsessing over what others are doing and reinvent itself to deliver cutting-edge news? Yes.

Sachin Kalbag, editor of Mid Day, perhaps defines this love-hate relationship with Arnab the best.

So, while Times Now garners eyeballs, look at what NDTV has been doing in the “serious” space. With the notable exception of Sreenivasan Jain, there is no great journalistic streak running in the company that can really set it apart from the clutter. (Unless, of course, you count the chat shows, cosy interviews and gadget review shows.)

If NDTV was shaking the establishment on a regular basis with great stories, I am sure Mr Goswami would find himself “drowned out”. Unfortunately, what India’s pioneer news channel has been reduced to, is taking cheap potshots at a former employee.

Also while NDTV and Dr Prannoy Roy take on the burden to “save journalism”, he could well avoid talking about stuff like “the Heisenberg principal of journalism”, because like it or not, NDTV (and not Times Now) would stand in front of the line when it comes to perceived closeness to politicians and industrialists (including few of them who hold stake in the company).

Another legacy that Dr Roy will leave behind is creating a nepotistic organisation where talent is not the only yardstick – when I had interviewed with the channel I’d felt that more than the weight of my CV, it was whose relative I was that mattered. It’s a sentiment that’s shared by many who have tried to/or have worked at NDTV.

While one doesn’t need to go over the financial cloud looming over NDTV, it is clear the channel is gasping for viewership – even according to the much-improved BARC rating system. So get off your high horse, stop telling people what to watch and deliver some content that is compelling enough to change the channel.